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_{When customers provide measurable dollar benefits, ask them why they chose that amount. In the previous example, Rich should have asked Jane why $50,000 and not $25,000, or $75,000. Knowing those reasons will help you to determine how customers calculate value—and to make sure those dollar amounts are not just out-of-the-blue figures. Measurable dollar benefits will also determine how you can cost-justify your product selections.}

Note

In cases where you cannot define measurable value, perceived value must suffice, such as the example in Exhibit 7-5. Case Study: Olivia's goal is to reduce downtime by nine hours annually (the benefit becomes measurable once you know what an hour of downtime costs). Steven's variance alerts feature prevents unscheduled breakdowns. They connect as follows: Customer's Goals Common Benefits Product's Features Reduce downtime Cut production stoppages by nine hours annually (benefit of goal) by preventing unscheduled breakdowns (benefit of feature) Variance Alerts